Iceland, renowned for its breathtaking volcanic landscapes and captivating waterfalls but can you distinguish between real and artificial images of its stunning vistas? This quiz includes a collection of photos showcasing the Iceland's beauty, interspersed with AI-generated images.

It follows a recent poll which found one in five holidaymakers have been misled by exaggerated or entirely 'false' reviews, leading them to book trips that didn't meet their expectations. A third reported that the location did not match its description, while another third were disappointed by their hotel rooms. Others were let down by the size of the swimming pool, available activities, and the distance from the airport.

The study further revealed that 20% of respondents felt let down by the promised view, 18% found the beach to be further away than expected, and a fifth were dissatisfied with the food variety, which was not as advertised.

Among the 2,000 holidaymakers surveyed, a quarter of participants even suspected that the images they viewed had been artificially enhanced or generated by AI. Consequently, the majority now rely on personal recommendations from friends or family over online reviews.

Bogi Nils Bogason, CEO of Icelandair, has expressed his belief that real experiences are more impactful to travellers compared to AI-generated content. He shared, "real experiences, captured by photographers and locals, resonate more with travellers and help set accurate expectations compared to something that has been created by AI."

He further stated the importance of preserving human interaction within the tourism sector, stressing that "Authenticity and transparency are fundamental elements of our culture, and our aim is to lead the way in showcasing its real, authentic beauty helping travellers make informed and confident decisions."

The study also found that 70% of respondents would be less inclined to book a trip through a platform if they suspected it hosted unreliable reviews. A third of those who believed they had encountered a fake or AI-generated review reported it.

Over eight in ten travellers now say they intend to be more cautious and sceptical of images that may appear too perfect.

Bogason highlighted the current issues arising due to artificial intelligence encroaching upon travel marketing, concluding, "Authenticity matters and the surge of AI in travel marketing is starting to create some scepticism.

"At a time when artificial intelligence and digital manipulation are becoming increasingly prevalent, we want to take a stand for real, unfiltered experiences that showcase the beauty and spirit of destinations such as Iceland."